BY
CATHY
Design PALMER
Postcards
to
Connect
Make sure your message is delivered
by laying out & printing postcards correctly.
Since the mid-1800s, postcards have been a As designers, our job is to use our skills to use
comparatively inexpensive way to send a short that brief encounter to convey real information
message. But with so many modern options for flashy and, hopefully, prompt an action. By following
digital interactive messaging, how does the humble a few design strategies and production criteria
printed postcard survive? The reason is simple: You when creating postcard layouts, you can offer your
can’t avoid physical mail. Even if you just pick up the clients an effective, lower-cost vehicle to get their
postcard on the way to the recycling bin, chances are messages across.
you’ll see something on it.
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M A G A Z I N E 34 Excerpt: February | March 2010
Design Postcards to Connect
Mailing Rates Vs Delivery Times
You can let your imagination run wild on the front considered the mailing panel If your client demands postcard rates, which are lower than First-Class
of a postcard (as long as nothing can be mistaken for (more commonly, the “back”) mail, you must design within those parameters to avoid higher rates and
surcharges. But do prepare your client with the information that when
an address or indicia). However, the back side and and has the most restrictions for mailed First Class, postcards arrive at their destination more quickly and
the card’s overall dimensions must adhere to several positioning of graphic elements. with fewer quantity restrictions.
layout rules and ink and paper choices if the cards My recommendations in this article
are to be delivered as quickly as possible for the will, for the most part, result in a Table 1: Postcard Rates
lowest possible cost. These strictures vary across the postcard back readable by the Post Postcard Rates Domestic To USA To Mexico To the rest
world; in this article, I’ll focus on United States postal Office’s scanners. That lets you take & Canada of the world
regulations, but two tables do include information on advantage of lower automation or U.S.A. 0.28 US$ — 0.79 US$ 0.98 US$
postcard sizes and rates around the world. bulk rates.
Canada 0.57 C$ 1.00 C$ — 1.70 C$
The address must be parallel to
Great Britain First Class 0,62 £ — 0,56 £
How to Design the Best Backs the longest side, so that it’s readable 0,39 £
Whichever side holds the ship-to address is when the postcard is horizontal. Second Class
(Cards that are 0,30 £
POSTCARD CLEAR ZONES ALIGN WITH UPPER RIGHT CORNER
TO CHECK POSTAGE CLEAR ZONE
square, round, or Australia (a.k.a. 0.55 AUS$ 1.40 — 1.40 AUS$
die-cut shapes small letter) AUS$
can ignore this
DANGER
POSTAGE regulation, since
1.25"
SAFE AREA CLEAR they’ll be hand-sorted by the Post area is larger and extends past the trim, allowing
TRIM EDGE ZONE
Office.) The rest of the graphics images to appear right up to the cut edge. The live
BLEED 1.25"
on the mailing panel can be the area is the inner safety zone for important images
same orientation as the address and information, where there’s no risk that they’ll be
or rotated, as long as they don’t shifted too close to the trim and risk being cut off.
NO MAILABLE ADDRESS
IN THIS AREA interfere with the postal scanning.
MAILING ADDRESS
The Post Oﬃce scans this entire area for addresses. CLEAR ZONE In any print project, there are Keep the Clear Zones Clear. There are no special
three edges to be aware of: trim, printing considerations for setting up the trim, bleed,
2.75"
Any address placed lower than 2.75"
2.75"
from the bottom edge of the card
should NOT contain a state or ZIP code,
or risks being used as the delivery address. bleed, and live. The trim area is the and live areas for postcards, but there are definitely
most obvious, being the finished mailing guidelines for where ink is permissible
2.75"
size of the printed piece. The bleed (Figure 1).
0.625" MIN. BARCODE CLEAR ZONE “Clear zones” are locations that are reserved for
postal use, so don’t place text or graphics in those
Figure 1: Clear zones reserved for postal
use must be kept free of text or graphics, areas. Ink coverage less than 10% density is allowed,
ALIGN WITH LOWER EDGE ALIGN WITH LOWER RIGHT CORNER
TO CHECK BARCODE CLEAR ZONE TO CHECK MAILING ADDRESS CLEAR ZONE so avoid printing in the grey areas. so very light screened-back photos and tint colors
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M A G A Z I N E 34 Excerpt: February | March 2010
“
Design Postcards to Connect Thank you so much for
making our company shine
might be OK, but it’s safer to keep these areas entirely
free of printing.
To qualify for the lower presorted standard and
bulk rates, you must keep the postage, address, and
❱ Case: Uppercase letters are more evenly shaped and
easier to scan, so use all-caps whenever possible.
❱ Size: 10 to 12 point is optimal for the postal
scanners to read, so make that cap-height your
in the eyes of our client.
They were very impressed
with the brochures. We
have truly found a partner
“
barcode zones clear of any unrelated printing. (First- minimum. in PrintingForLess.com.
Class mail is less strict about the clear areas required ❱ Spacing: Overlapping characters caused by too much
- Heather Rothnie, Art Copilot, Inc.
but does cost more to send.) tight kerning/tracking can confuse the scanner, but
The upper right corner—1.25" down from the top extreme letterspacing can be a readability problem,
and 1.25" from the right edge—is a postage clear too. Keep the horizontal letterspacing so that each
zone reserved for the indicia (mailing permit imprint), character stands alone without overlap.
metered postage, or stamp. ❱ Leading: If you don’t use all caps, overlapping
The lower right corner—2.75" up from the bottom characters can happen between lines of text as well,
edge and 2.75" from the right edge—is the mailing so leave enough vertical space clear between lines.
address area where no other visuals except the ship- ❱ Underlines: Additional ink near the letters can
to address may appear. Because the indicia must be confuse the character shapes, so no underlines.
positioned to the upper right of the delivery address,
the top of the address must start lower than the 1.25"
postage clear zone from the top edge.
The address locations are also important to
scanners. Including a return address is a great
opportunity for branding and providing contact
It’s Right.
An area at least 0.625" (5/8") across the bottom info, but be careful with the positioning of the return
(longest) edge of the mailing side should be kept address in relation to the mailing address. The relative
unprinted for the sorting barcode. The Post Office will position of To: and From: will determine which address
print a barcode here if the area is clear, or slap on a the Post Office uses for delivery. Use the wrong return
barcode label to cover the area if there is any printing. address position, and all of your postcards might
Either way, any artwork in that space will get covered mistakenly be sent to the sender!
up, or worse, make your postcard unmailable. Any text within 2.75" of the bottom edge will be
scanned as a potential mailing address, so keep your
Make the Address Machine-Friendly. The return address above this area. Also, be sure your
mail-to address is critical to delivery. Follow the message can’t be mistaken for an address—don’t
recommendations below so that automated postal include state or ZIP code in your text, or it might be
equipment can read and understand the address text. misinterpreted.
❱ Face: Serif and script typefaces may be difficult for
pre-sorting scanners to read, so the Post Office Create Mailing Permit Indicias. An indicia is text
recommends sans serif. that tells the Post Office the details of how the mail
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M A G A Z I N E 34 Excerpt: February | March 2010
Design Postcards to Connect
delivery is being paid for. (The U.S. Postal Service Any piece larger than 4.25" × 6" up to 6.125" × 11.5" to 0.016" thick. Less than that is just too thin and flimsy
calls it a “Mailing Permit Imprint,” but for simplicity’s is charged the First-Class rate, even when it’s a flat, to go through the mailing equipment. See Table 2 for
sake, let’s stick with “indicia.”) It should be in the same unenclosed card. Some standard trim sizes that mail as these numbers at a glance.
upper-right location where you’d put a postage stamp. First-Class include Large 5" × 7", Deluxe 6" × 8.5", and Proportion matters, too: The aspect ratio has to
Indicia text should be 10 to 12 points, all caps, and a Super Size 6" × 9" postcards. fall within a certain range to be mailable at regular
sans-serif typeface. The indicia imprint can be four or In addition to width and height, depth (thickness) postage rates. The aspect ratio (length divided by
five lines, as needed to fit in a compact area, and can also has minimum and maximum limits. A ¼" is the height) has to fall between 1.0-to-1.3 and 1.0-to-1.25
be enclosed in a box or not (designer’s choice). maximum thickness for a standard piece of mail, inclusive, or it’s considered non-standard. Anything
An indicia for outbound mail has several required including postcards larger than 4.25" × 6". A card non-standard must be processed manually, which
text elements, in this order: thicker than that is considered a flat or large envelope, costs more. Square or skinny shapes outside of
1. The RATE MARKING, showing the mailing service with different postal rates. Standard mail has a 0.009" this range won’t go through the automated postal
used. minimum thickness if the piece is 4.25" × 6" or larger, equipment, so those get a manual-handling surcharge.
2. The words “U.S. POSTAGE PAID”, usually with “PAID” but mailers sized smaller than that are allowed to be You can quickly evaluate your project against all
on its own line. slightly thinner. Postcards within the 3.5" × 5" to 4.25" of these size criteria by using a free template from
3. The CITY and STATE where the mailing permit’s held. × 6" range can be as light as 0.007 inches thick, and up the Post Office. The Dimensional Standards Template
4. The words “PERMIT NO.” and the mailing permit
number. Table 2: Postcard Sizes Around the World
Depending on the mail services you use, indicia Rate Country Postal Service Web Site Smallest Largest Minimum Maximum Min-Max Shapes
Width × Width × Thickness Thickness Weight
Markings can include any combination of First-Class,
Height Height
Standard, Bulk, Pre-Sorted, Non-Profit Organization,
U.S.A. United States http://www.usps. 3.5" × 5" 4.25" × 6" 0.007" 0.016" — Customized
and/or Customized Market Mail. A mailing permit has Postal Service com/ MarketMail
registration costs and minimum quantities that may be
Canada Canada Post • http://www. 90mm × 120mm × 0.18mm 5mm 3g – 50g Dimensional
too much expense for a small client or project, so many Postes Canada canadapost.ca/ 140mm 235mm AdMail AdCard
printers and mailing houses will let you use their permit
Great Royal Mail http://www. 90mm × 120mm × — 5mm up to Non-rectangular
information on your mail piece. Britain royalmail.com/ 140mm 235mm 100g postcards must
portal/rm be enclosed
Postcard Sizes in envelope &
mailed at letter
Cards that qualify for the postcard mailing rate start at rate.
3.5" × 5" size (the smallest allowed size of any U.S. mail Australia Australia Post http://www. 88mm x 130mm × — 5mm up to Impact Mail
piece) and go up to a maximum of 4.25" × 6". The most auspost.com.au/ 138 mm 240mm 250g
common postcard trim size is 4" × 6".
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M A G A Z I N E 34 Excerpt: February | March 2010
“
Design Postcards to Connect Brilliant as ever. I was
hugely impressed with the
turnaround time - as was
“
the client. Ordered on
(Notice 3A) is an easy way to check for minimum size, Reply Mail Monday, delivered the next
proper height to length ratio, and thickness of your Subscription cards inside magazines are an example
mail piece. Just align your design sample over this of Reply Mail—postcards meant to be sent back
day- what more could I ask
white plastic card and see if the corners fall within the to the source. The Post Office has a few options for for! You are our best kept
recommended dimensions (Figure 2). There’s even these kinds of postcards: Business Reply Mail (BRM) secret printing weapon.
a slot to test the maximum thickness of your design and Courtesy Reply Mail (CRM). If your postcard
sample; if it fits through, it’s OK to mail. Pick up a is sent BRM, the sender pays for return postage. If
- Melanie Roddam, mc Design Group Ltd
template at your local Post Office. the postcard is sent CRM, senders have to add their
own stamps. The Post Office delivers BRM and CRM
postcards faster than
standard mail, giving
a possible business
advantage of several days.
A third option, Meter
Reply Mail, uses pre-
printed metered postage It’s On Time.
affixed to it that doesn’t
get charged until it arrives
at the originator. But
since the MRM format
has no special limitations
to design around, I won’t
cover it in this article.
There are so many
restrictions on BRM and
CRM card layouts that it’s
best to use the official
Figure 2: A free template from
the Post Office helps check mail
piece dimensions. To get an
actual template, contact a Postal
Business Service Center.
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M A G A Z I N E 34 Excerpt: February | March 2010
Design Postcards to Connect
Post Office digital templates (Figures 3 and 4). You can Shapes: Beyond the Standard Rectangle then hand-sorted by the final postal carrier, they don’t
download Mac and Windows files in several trim sizes So far I’ve covered rectangular postcards within a ever go through any automated machinery. Minimum
at http://pe.usps.com/mpdesign/mpdfr_addl_all.asp. fairly narrow range of size and proportion. But you can dimensions of 3.5" × 5" and 0.007" thick still apply, but
These well-structured documents have an Instructions send almost any flat shape through the mail. In 2005, the maximum size for CMM is 12" × 15" × 0.75" with a
Layer, Working Layer, and Dimensions Layer. They’re the USPS started the Customized MarketMail (CMM) top weight limit of 3.3 ounces. Uniform thickness is not
available as Illustrator, Acrobat PDF, and Freehand files, program, which allows for die-cut “shaped mail” to required, and attachments up to ¼" thick are allowed.
but unfortunately not as InDesign files. be sent through the postal system. The first oversized That means you can glue things onto your postcard,
There are more detailed layout guidelines for specialty die-cut postcard mailed was shaped like a such as a product sample. The only shape limitations
BRM in Quick Service Guide 507a and for CRM in box of Krispy Kreme doughnuts. are the die-cutter tolerances at your print finisher.
Quick Service Guide 507b. Check your postcard Don’t worry that odd postcard shapes will be CMM materials can be anything semi-rigid that
project against all of these criteria by using the free tangled in the mail sorter. Because these pieces are fits within the dimensional criteria. That means
Automation Letters Template (Notice 67). sent express to each ZIP code distribution center and materials that would otherwise be considered
Figure 3: Layout guidelines for Business Reply Mail are in the Dimensions Layer of the template. Figure 4: The Dimensions Layer of the CRM digital template shows the layout guidelines.
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M A G A Z I N E 34 Excerpt: February | March 2010
Design Postcards to Connect
unmailable are now open for consideration: clear or shipping each CMM ZIP-zone batch can add up. Note: Figure 5: This sampling gives you a taste of how you can push the
limits of a “postcard.”
semi-transparent; mirror-reflective; rough and heavily Due to the additional expense of drop-shipping to
textured; furry; fluffy; and spongy surfaces are all fair each postal station, CMM is more cost-effective when
game for CMM. targeting specific ZIP codes than when sending to
Having your odd postcard shapes gently handled scattered addresses across the country.
by people during every step of the delivery process Because of the multi-stage delivery process, CMM
has its price, and some benefits. Between the express won’t be returned to the sender, so you must include
delivery and the prioritized hand sorting, CMM can “Carrier-Leave If No Response” on CMM pieces in the
actually be faster than First-Class mail. The postage location of the return address or under the return
itself is not bad, but the cost of organizing and drop- address, in a minimum 8 pt font size. Be sure to leave
a 3.375" × 2.5" area to include the mailing address,
optional return address, indicia, and “Carrier-Leave If
Performing Postcards No Response”.
The point of any postcard is to deliver a message. Not just any mail house can participate in this
Many marketing postcards are meant to be returned to specialized delivery process. The postal service
the sender so the message impact can be measured.
Whether they come back by mail or in person, you as requires the sender to be registered with certain Base Stock. If you want the Post Office to process
the designer can improve the return rate. For example, mailing capabilities confirmed. Check with your your cards automatically, the stock must be between
use the Business Reply Mail (BRM) or Courtesy Reply printer to see if they have the die-cutting and mail- 0.007" and 0.016" thick, and bar-coded pieces more
Mail (CRM) layout formats (see page 22). Those little sorting capabilities required for CMM shipments. than 4-1/4" high or 6" long (either dimension) must be
black bars help with automated pre-sorting for return
The special standards for designing Customized at least 0.009" thick. Rigidity is also an issue; make sure
delivery that can dramatically reduce time in transit.
A strategy that encourages in-person returns is to MarketMail are in Quick Service Guide 705a. the stock isn’t too flexible.
design a postcard that takes on an additional role: an With a huge size, almost any shape, and minimal In general, avoid patterns, textures, and colors
event invitation can also act as an entrance ticket, a restrictions on materials, Customized MarketMail is of more than 10% density from white. Within these
sale announcement can do double duty as a coupon, the place where creative postcard inspiration can guidelines, there may be plastics or other non-paper
even a simple schedule reminder can become an ac-
flourish. CMM will cost you extra, but the dramatic materials that qualify for postcard or letter rate. If
tive appointment card. People lining up with postcards
in hand is proof that the mailing was effective. impact of sending attention-getting shapes in the you use a stiffer plastic or heavily laminated stock,
Some postcards are sent out, and meant to be saved. mail may be worth the expense (Figure 5). the rigidity may bump it up to an “automated flat”
Beautifully designed postcards can earn a permanent rate. Check stock samples with the Mailpiece Design
spot on bulletin boards, scrapbooks, walls or refrigera- Printing Postcards Analyst at the nearest Postal Business Service Center,
tor doors as art that constantly reminds people of their
Postcard printing is fairly straightforward. You can because only they can make the final call.
source and message with creative visuals they don’t
mind displaying. output at your local press or find lots of affordable As you discovered in the section "Shapes: Beyond
options from online printers. the Standard Rectangle," paying a little extra for a “flat”
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M A G A Z I N E 34 Excerpt: February | March 2010
Design Postcards to Connect
rate or manual handling opens up many more options Tempting Templates and Illustrator. But beware that each source has its
for mailing postcards made of different materials. With all of these production criteria to consider, own agenda. Printers are most concerned about
optimal postcard design might be more complex where the ink hits the paper, the Postal Service is
Varnishes. Flood varnishes or coatings can add a than you originally thought. It’s tempting to use simply enforcing pre-sorting and automated mail
nice look and feel to the finished card, but that’s not a template for guidance. Postcard templates are processing, and the design programs encourage
everything to consider. You may want to keep the available from printers and the postal service, and creativity without worrying about critical aspects for
postcard surface uncoated or matte so it’s easier to as part of support files that ship with InDesign mailing (Figure 6).
write on, especially if it’s a survey or appointment card.
For a calendar or reference postcard that’s intended
Figure 6: When you overlay the postal
to be kept and handled repeatedly, adding a heavy guidelines for positioning text and
laminate or UV coating will make the card more graphics, it’s clear that this InDesign
durable. postcard template is not a good layout
example to follow.
Inks. Don’t use metallic inks for addresses, because the
reflection makes the text unscannable. Also be sure to
keep the address color darker than the surrounding hic to
o
Grap o trim
Danger Zone - Important layout elements in this area may appear too close to trim.
Safe Zone- All important
t CLEAR
Lent lum zzriliquam quisis eu faccum dolor iriliquatem do dit lutetue riustin venis
Lent lum zzriliquam quisis eu faccum dolor iriliquatem do dit lutetue riustin venis
atue erilit nibh ero core conullaore core vel iurer se min vulland ipiscidui eum vul-
atue erilit nibh ero core conullaore core vel iurer se min vulland ipiscidui eum vul-
area, with a color contrast of at least 15% from the close the
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elements should be within
AREA
, in this area to prevent being
edge zone. trimmed off.This is also the FOR
er
base it’s printed on. Black ink for addresses is the safest dang
minimum border width.
partia
lly INDICIA
Trim Line - Finished edge
is only this
laorpero cor sis nonsequat. Ut lutpatem zzrit, conum qua
laorpero cor sis nonsequat. Ut lutpatem zzrit, conum qua
dress area, so ed or
choice, and what the Post Office recommends. Bleed - All edge elements
should extend past the trim
g ad d
Mailin esignate pre-sort alify
d be u
in the le cannot nned to q
to the bleed line.
p a
exam atically sc ates.
m r
Color Control. There are amazing deals online for auto er mailing
w
for lo
printing large quantities of color postcards. Many
Addressee Name
times, these cards are batch-printed with other 1234 Anywhere Avenue Suite 0000
City, State 00000-0000
orders, so your postcard may be one small section Country
MAILING
of a ganged-up press sheet. You may not have the ADDRESS
AREA
opportunity for exacting color adjustments and can hic in
the
Grap area is
reasonably expect to get “pleasing color” results only. CL EAR , must
er’s a
s
ddres and
tint Send s a state d
30%
If your project needs precise color execution, beware, be 10 .
% tin
t
con tain ositione
de p ing
or les
s Zip co the mail ard
but if pleasing color is acceptable, then by all means CLEAR AREA FOR BARCODE & POSTAL MARKINGS 1234 Anywhere Avenue, Suite 1234 City, State 00000-0000
B ELOW , so this c ed
ss urn
give these options a try. addre to be ret
in the ents ly
is like sender.
Text area prev get e.
R y arcod to th
e
CLEA g, and ma or inkjet b
scannin y a label
ed b
cover
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M A G A Z I N E 34 Excerpt: February | March 2010
Design Postcards to Connect Introducing
For commercial postcard printing templates Customized MarketMail or package. Add in lower Legendary PFL service
and layout guides, try PrintingForLess.com, Modern
Postcard, Boss Logo, Next Day Flyer, or 4by6.
rates for pre-sorting and bulk quantities, discounts for
Non-Profit Organizations, and surcharges for manual
now available to the trade
As I’ve mentioned in previous sections of this handling, and there are lots of factors that determine
article, the Postal Service offers working template the actual cost of mailing. Don’t worry, there’s a
files for BRM and CRM, and plastic templates with
measurements and guidelines. These are your best
friendly neighborhood Mailpiece Design Analyst
(MDA) to check your work and make sure it fits the 800-930-0939
bet to ensure that your design qualifies for the lowest criteria. Run a sample of your project past the MDA at p pro@printingforless.com
possible rates and the most delivery options. any Postal Business Service Center for a free mailing
Adobe’s InDesign and Illustrator postcard templates evaluation, find the one nearest to you at http://www.
are problematic because they don’t follow the best usps.com/ncsc/locators/find-bsn.html
practices described in this article. In fact, as Figure 6 on As designers we can create postcards that people
the previous page shows, some of them wouldn’t even may glance at and toss out, or that catch their
be mailable! However, they’re fine for visual inspiration attention with immediate visual impact. Beyond the
before you get into production setup.
InDesign CS3 and CS4 templates are in Library >
design of your message, there are plenty of ways to
layout your postcard for optimal results. With a very Or it’s Free.
Application Support > Adobe Templates > InDesign straightforward printing process and a fraction of the
in their respective version folders, with a postcard cost of other delivery options, these little mailers can
example in the Business Sets folder. You can also be valuable communicators.
navigate to the InDesign examples by choosing File
> New > Document from Template. In Illustrator CS3,
check out Cool Extras > Templates to find folders Cathy Palmer is an award-winning graphic designer who has
worked in both the creative and production sides of publishing.
with Basic and Inspiration examples, and in Illustrator She currently provides digital media skills training and seminars
CS4 look in the Cool Extras > en_US > Templates for on graphics applications, teaching designers how to build smarter
a few options. pages and let their computers do most of the work so they can focus
on the creative stuff.
Better Postcards by Design
Based on its dimensions and setup, a mail piece
can qualify as a postcard, letter, automated flat,
THE TRADE PRINTER
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M A G A Z I N E 34 Excerpt: February | March 2010
GO BANANAS!
While this PDF is for your eyes only, do your
friends a solid and tell them about the great
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one-year subscription (coupon code FRIEND),
or $15 off a two-year subscription (coupon
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